Once Upon A Time worked closely with Iron Maiden’s management Phantom Music, alongside record labels Warner Music Group and BMG to deliver a truly exquisite set of deluxe boxset formats for the band’s 17th studio album release ‘Senjutsu’.
We procured and produced packing and memorabilia for the two Japanese-style bunko boxes, to coincide with the traditional Japan visual theme of the campaign: one mass-market box featuring a wealth of exclusive memorabilia and one limited edition box which featured gold and glossy lacquers for die-hard fans, the latter of which sold out within minutes of going on sale.
Alongside this, Once Upon A Time provided two unboxing videos, one for all formats and focused on the deluxe boxset, both of which promoted the record during its enormous pre-order marketing campaign.
We also produced static 3D imagery for the band’s D2C page as well as an immersive AR filter which allowed fans to assume the form of the band’s long-time mascot, Eddie.
Art Direction, Audio Visual, Creative, Digital, Packaging, Procurement, Project Management